Visitors seldom leave a small business website with a neutral impression. For most prospects, your small business is an unknown quantity, so their first impression of your company will either make them more comfortable doing business with you or less comfortable. For this reason, you want their first experience with your website to inspire them to contact you—not your competitor.
These are the 10 biggest website problems that can drive potential new business away:
1. “Look at me” content
If you think burying prospects under a mountain of features, benefits, and self-praise will convince prospects to buy from you, think again. Information dumps and inwardly focused website content are big turnoffs. Website visitors want to know what’s in it for them, and they want to know quickly. Always write from the prospect’s point of view, and keep it at a high level.
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2. Blurry branding
Many small businesses try to communicate excellence in everything: “We’re the best,” “we’re the cheapest,” “we’re the most innovative,” etc. All this does is confuse prospects or make them think you’re mediocre at everything. Like big, successful brands, try to be known for one thing, and hammer that point home. Think about Apple: It does lots of things well, but most people are attracted to its products because of its design excellence. What differentiates your company in a meaningful way? That’s your brand.
3. No credibility elements
As I mentioned earlier, many small businesses can be unknown quantities. To overcome buyer skepticism, you must have powerful credibility elements on your website. The most impressive types are customer testimonials; BBB and other well-known accreditations; and statistics about your number of customers, volume of sales, and other pertinent data that makes your company look big, growing, and successful. Without credibility elements, website visitors have only your marketing propaganda to go by, and that won’t be enough.